An image processing apparatus comprises a region discrimination unit configured to discriminate object regions included in an image; a first calculation unit configured to calculate representative luminance values of a plurality of object regions discriminated by the region discrimination unit; a second calculation unit configured to calculate luminance distribution information of each of the plurality of object regions discriminated by the region discrimination unit; a determination unit configured to determine tone characteristics based on the representative luminance values of the plurality of object regions calculated by the first calculation unit and the pieces of luminance distribution information of the plurality of object regions calculated by the second calculation unit; and an image processing unit configured to perform tone correction processing based on the tone characteristics determined by the determination unit.